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FURLA – since 1927 Milan Italy – Milan Fashion Week

FURLA SPRING SUMMER 2020 COLLECTION An archway. A door that leads to the new Furla world: a new logo and chapter in the Italian company’s long history. In the spirit of its founder more than 90 years of Italian heritage and elegance, always forward looking. The logo is inspired by the architecture of the archway, reminiscent of Bologna’s world- famous Portici and the archway of Fondazione Furla. Openness. Inclusivity. Joy. Creativity and passion: Furla’s values.  

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PALAZZO ISIMBARDI #furlaillusions For the presentation Spring Summer 2020 Furla chose Palazzo Isimbardi, one of Milan’s historical palaces, which hosts frescoes by Tiepolo and Morazzone and a painting by Hayez. The presentation moves throughout the Palazzo Isimbardi shapeshifting: this is what happens when we walk through doors, we discover new things, new ideas. New colours. Through arches – the shape of the new Furla logo – and through doors, performers and models come and go, passing through different worlds. Scenes of waiting rooms, rows of identical chairs, some of which are used as display cases for bags from the new collection. A stripe room: all in bold graphics, vivid colours. A black and white room, bichromatic in its elegant simplicity. A model sitting in a 1970s Egg Chair. Another room painted with Surrealist patterns. The mirror room — an optical illusion, an infinite field of magnolias, filling the horizon, multiplied exponentially by the mirror effect. The chain room — a vinyl corridor, bending light, all white. Bending the visitor’s perception, challenging old ideas.

THE COLLECTION A timeless inspiration, a new logo, the classic heritage of Italian craftsmanship: a journey of purity and simplicity. Clean graphic lines, colours that appear at the same time punchy and ethereal. An approach to an eternal idea of beauty.

It’s an elegant and sophisticated collection in its shapes and colours: classic black and white, punchy apricot and peach, cognac and burgundy and in addition floral designs in pink/white/black reminiscent of the 1960s.

The Furla 1927 bags, presented in a rainbow of colour are a must have, entirely contemporary in their design. It is the first bag, which includes the Arch as a structural element, underlining the brand identity. It stands for heritage, identity and craftsmanship.

The ‘Furla Pillow’ is a variation of the ‘Furla 1927’, a crossbody in ultra-soft nappa leather with and a palette of delicate pastel tones and side gussets which increase the bags’ capacity.

The ‘Furla Piper’ bags symbolize a journey through time: they rethink an iconic, beloved Furla style adding the new font logo and a turn-lock metal detail shaped like an arch; in Ares calf leather, in three shapes (dome, belt bag, backpack) and in soft hues.

Furla 1927 the must have bag for the Spring Summer 2020 Season Première at the main international flagship stores during Milan fashion week, will present Furla 1927, its icon bag for the Spring Summer 2020 season. 

See Now Buy Now is the experience, fusing technology and craftsmanship, that allows us to instantly acquire something we saw and fell in love with during a presentation. 

Furla 1927, presented in Mid-September 2019, is a new concept — an aesthetic fine-tuned to our time, perfectly in line with FURLA’s brand values. In 1927 Aldo Furlanetto founded FURLA with the vision that fashion should be local in its craftsmanship — and international — in its appeal.

As a preview, Furla 1927 will be available from mid-September in limited edition on furla.com and in select stores around the world and is available to the Australian client from today.

Editor in chief Melinda Sullivan

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Photography Sam Tabone

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